Reality travel show profiles destination New Zealand to millions in Korea

Reality travel show profiles destination New Zealand to millions in Korea

26 Nov 2013

New Zealand's beautiful landscapes and family experiences were broadcast to an audience of approximately nine million across Korea this weekend, as popular reality travel show - 'Papa, Where are you going?' went to air.

The show spent six days in October filming throughout New Zealand, supported by Tourism New Zealand, and key partners Auckland International Airport and Korean Air.

Filming took place in Auckland, Rotorua, Waitomo and Tauranga with the celebrity fathers and their children taking part in a range of activities throughout the regions.

The first of four 90 minute episodes aired on Sunday 24 November, on Korea's MBC TV Network, one of Korea's largest networks. The remaining episodes will air over the next three weeks.

The broadcast opportunity was secured through Tourism New Zealand's International Media Programme (IMP).

The show follows five celebrity fathers and their children on an adventure trip to a mystery destination.

"Travelling the country by campervan, the episodes show how accessible New Zealand is while reinforcing themes we know resonate well with our Active Considerers in this market including, nature, family adventure and our unique cultural and regional experiences," says Regional Manager Japan & Korea Nick Mudge.

"The show's Sunday night prime-time slot meant we were able to maximise the benefit and exposure of New Zealand - increasing preference with potential holiday visitors to travel here to experience it for themselves.

"Through the IMP programme we support relevant broadcast productions, including reality TV travel shows like this one to gain compelling, high-profile media coverage to motivate our target markets to travel to New Zealand," says Nick.

The itinerary was supported by a number of local tourism operators including THL, Agrodome, Te Puia, Skyline, Waitomo, NZ's Homestay Network and regional camping holiday parks.

In Korea, travel agent partner Mode Tour supported the itinerary and from next week will begin a New Zealand sales promotion featuring imagery and product highlights from the TV series.